Article(print)1959

ON THE EFFECTS OF COMMUNICATION

In: Public opinion quarterly: journal of the American Association for Public Opinion Research, Volume 23, Issue 3, p. 343-360

Davison, W. Phillips

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Abstract

One way to explain the effects of communications is in terms of their role as a connecting link between the individual & certain aspects of his environment. People learn to attend to communications that are likely to tell them something about aspects of the soc or physical environment that is signif to them. The communication leads to action when the individual in question attempts to satisfy one or more of his needs by seeking a better adjustment to his environment as a result of the information he has gained about it. Communications that are `useful' are thus likely to lead to responses; others tend to be disregarded. AA-IPSA.

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